Product_Presentation1

Product_Presentation1 - Integrated Marketing Communication...

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Integrated Marketing Communication Program for Algernon’s Slammin’ Steak Sauce Proposed by Orange Team Brook Sharpnack Lindsey Antolic Brett Vance Michael Del Vecchio
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Situation Analysis Description of the Firm and Its Industry Algernon is a Fortune 500 company specializing in food products that include a variety of soups, microwavable meals, relishes, salsas, steak sauces, marinades, and salad dressings. Algernon is celebrating its 25 th anniversary this year, and is developing a new organic line of meat sauces. Description of the Product Line Soups : A line of regular soups and reduced sodium soups. Microwavable Meals : TV dinners, entrees, snacks, side dishes, healthy options, and desserts Relishes : Chow-chow , Piccalilli , Chutneys , Pickle Relish Salsa : Mild, spicy, green, red, picante, habanera, and our special fiery inferno blend Steak Sauce : Worcester sauce, traditional, and teriyaki Marinades : Barbeque, teriyaki, hot sauce Salad dressing : Variety of regular, creamy, light, reduced fat, and reduced carbohydrates
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Description of the Competition Any corporation that is in the food processing business and produces a brand of steak sauce Heinz - Jack Daniel’s Steak Sauce Kraft - A1 Steak Sauce HV Food Products Company - KC Masterpiece Typical Marketing Communication Practices in the Industry In the food industry, the typical marketing practices are television advertisements. Also, companies such as Heinz are able to have affiliations with sports teams such as the Pittsburgh Steelers and Heinz Field. Description of the New Product Physical : This steak sauce comes in a glass bottle and is available in 8, 12, & 16 ounce bottles. The taste is between mild and spicy and it has less salt and preservatives than regular steak sauce. It is made with organic ingredients such as vegetables, spices, and citrus fruit. It has a thick and sticky consistency and must be refrigerated after opening. Also, it should be consumed within 60 days to insure the best taste. Functional : It is used for flavoring meats. It adds flavor to meats and enhances the eating experience, especially when grilled. Also, it can be added to cubed or ground meat before cooking. The sauce can easily be added before cooking as well as being used as a dipping sauce. Name of new product
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This note was uploaded on 04/02/2008 for the course COMM 195 taught by Professor Ciak during the Spring '07 term at Seton Hill.

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Product_Presentation1 - Integrated Marketing Communication...

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